Creative Execution

Introducing the world’s first smart home nutrition assistant: XiaoAi. A device that would be able to answer China’s most pressing questions about health, nutrition and wellness. We teamed up with China’s biggest smart home device developer DingDong, part of the biggest domestic online retailer JD.com, and Nestlé nutrition experts, to come up with content addressing the most frequently asked questions about nutrition, health and wellness. This “knowledge” was uploaded into the cloud of 1,000,000 already sold DingDong devices. Next, we developed a Nestlé packaged and branded edition of the device, called “XiaoAi”, that was sold on JD.com. The device was activated by using the word “Nestlé Nestlé” instead of “DingDong DingDong”. When launching XiaoAi on JD.com, we invited press from across China to a big launch conference. Additionally, we introduced XiaoAi to a wider audience through our OTV.

The Nestlé-branded XiaoAi sold out in most cities within days and users were highly engaged, with 30% using the device more than 200 times in a 10-week period. In a survey carried out with Nestlé XiaoAi device owners, 93% claimed that it had helped to significantly or somewhat improve Nestlé’s image as a Nutrition, Health and Wellness expert. Being the first food & beverage company to tread ground in AI, the Nestlé XiaoAi launch conference had an attendance rate of 85% (industry average 70%) and a coverage rate of 83% (industry average 60%). 76% of the attending media published the news within 24 hours. The campaign created 84 million impressions, with an engagement rate 4x the set KPI (659,804). 70% of campaign-related buzz posts were positive. Additionally, social listening revealed that associations between Nestlé and "nutrition" or "health" increased 24x during the campaign period.

While living a healthy life and eating well is becoming more and more important to Chinese people, health literacy and knowledge about nutrition, health and wellness was low: a survey showed that only 11% of all Chinese had significant knowledge within this field. We knew Nestlé could make a difference here: A company with over 150 years of expertise and the world’s largest private food and nutrition research and development network, Nestlé could provide more answers to questions about nutrition, health and wellness than any other company in the world. We decided to tap into this extensive pool of knowledge and bring health information to life in the most innovative, convenient and attention-grabbing way possible – Artificial Intelligence in the form of a smart home nutrition assistant.